ITSMA B2B MarketingWith a dedicated focus on services and solutions for the connected economy, ITSMA's webcasts provide insight to help marketers strengthen reputation, increase revenue, and deepen customer relationships.Webcasts that inspire B2B services marketing excellencehttps://www.brighttalk.com/channel/17455Transforming the Business: How CMOs Can LeadWed, 9 Oct 2019 14:00:00 +0000CMOs have worked for years to demonstrate marketing’s value not only in driving brand and demand, but in truly leading strategic change for the business. Today, with virtually every company doubling down on innovation and business transformation, CMOs have an enormous opportunity to rise to the strategic occasion.
Panasonic, which just celebrated its 100th anniversary as one of the world’s leading innovators of consumer technology, illustrates the opportunity in high definition. Far beyond its consumer tech roots, Panasonic in 2020 is staking its claim in North America as a provider of industry leading B2B solutions in such areas as smart mobility, next gen food retail, sustainable energy, and immersive entertainment.
Join Panasonic’s Lauren Sallata and Jarrett Wendt and ITSMA’s Rob Leavitt for a lively discussion of how one CMO is tackling the challenge, what transformative business leaders need from marketing, and how CMOs can balance the parallel priorities of delivering the marketing goods today while preparing the organization for longer term growth and change.https://www.brighttalk.com/webcast/17455/371551Lauren Sallata, CMO, Panasonic NA, Jarrett Wendt, EVP, Smart Mobility, Panasonic NA & Rob Leavitt, SVP, Consulting, ITSMAhttps://www.brighttalk.com/webcast/17455/371551CMO"Chief Marketing Officer""Business Transformation""Brand Awareness""Business Innovation""Marketing Strategy""B2B Marketing""B2B Solutions""Business Strategy"Marketinghttps://www.brighttalk.com/service/channel/channel/17455/communication/371551/calendar/icsEffective Storytelling for B2B MarketingWed, 18 Sep 2019 13:00:00 +0000Faced with a deluge of content, a war for the attention of B2B buyers is being waged. In a Martini world of “any time, any place, anywhere” marketing, this struggle has become ferocious.
For B2B marketers, it sometimes feels as if all of the team’s energy has gone to managing the complexity of omni-channel, data-driven marketing, rather than coming up with engaging content that talks to buyers as people.
Because storytelling engages audiences, it can help win this battle for attention.
That’s easy to say, but harder to execute: while marketers typically spend 60-80% of their day writing, they aren’t always good at telling stories. And ITSMA’s annual survey of critical marketing skills continues to show storytelling as a top 10 competency that is valued by B2B organizations.
Like with all skills, the more you use it, the better you get at it. But how do you get going? And what are the experts’ favorite tips?
During this webcast, three practitioners will share their experiences:
-Vincent Rousselet, VP, ITSMA, will provide a simple and practical toolkit for storytelling, as well as a few secret sauce ingredients marketers can get started with.
-Andy Philp, Solution Product Marketing Lead, VMware EMEA, will share how storytelling is being used in communicating, highly effectively, one of the company’s key offerings.
-Jeff Barak, Corporate Editor, Amdocs, and former editor-in-chief of the Jerusalem Post, will describe the role and value of a corporate editor in a B2B context, and the cross-over with journalism.https://www.brighttalk.com/webinar/effective-storytelling-for-b2b-marketing/Vincent Rousselet, ITSMA, Andy Philp, VMware EMEA, and Jeff Barak, Amdocshttps://www.brighttalk.com/webinar/effective-storytelling-for-b2b-marketing/StorytellingMarketingCommunications"Communications Marketing""B2B Marketing"B2B"Content Creation""Customer Engagement""Content Analytics"https://www.brighttalk.com/service/channel/channel/17455/communication/369183/calendar/icsLTI: No Marketer Left BehindTue, 30 Apr 2019 15:00:00 +0000Join ITSMA’s Donna Thach, Manager, Research, Data, & Analytics and guest speaker Peeyush Dubey, Chief Marketing Officer, Larsen & Toubro Infotech (LTI) for the fifth presentation in our Marketing Excellence Awards webcast series. Learn about LTI's 2018 diamond award-winning program No Marketer Left Behind in the Transforming Marketing: Talent, Organization, and Culture category. Hear how their marketing team went through a holistic transformation to reduce dependence on limited channels, expand their global presence, induct new agency partners, and improve their overall perception as just a support function. The resulting benefits included increased digital revenue, with website traffic quadrupling, social media feeds becoming more engaging, and an impactful, influencer relations program improving the company’s awareness and perception.
In a nutshell, Peeyush will share 20 things he’s learned in 20 years as a marketer…to not be left behind!https://www.brighttalk.com/webcast/17455/352604Donna Thach, Manager, Research, Data, and Analytics, ITSMA & Peeyush Dubey, Chief Marketing Officer, LTIhttps://www.brighttalk.com/webcast/17455/352604"Digital Transformation""Social Media""Content Marketing""B2B Marketing"ABM"Account Based Marketing""Thought Leadership""Marketing Transformation""Marketing Operations"Cognizant Answers the Question...What To Do When Machines Do Everything?Thu, 18 Apr 2019 15:00:00 +0000Join ITSMA’s Rob Leavitt, SVP and guest speaker Karen McCall, Associate Director of Marketing, Center for the Future of Work, Cognizant for the fourth presentation in our Marketing Excellence Awards webcast series. Learn about Cognizant's 2018 diamond award-winning program Cognizant Answers the Question...What To Do When Machines Do Everything? in the Driving Business with Thought Leadership category. Hear about their 360° marketing plan to change the narrative around perceived challenges in digital disruption that helped to build $730M of pipeline potential, assisted in securing at least $90M of won revenue, and influenced 50+ new accounts.https://www.brighttalk.com/webcast/17455/352617Rob Leavitt, Senior Vice President, ITSMA & Karen McCall, Associate Director of Marketing, Cognizanthttps://www.brighttalk.com/webcast/17455/352617"Artificial Intelligence"Marketing"B2B Marketing"ABM"Account Based Marketing""Marketing Analytics""Digital Marketing""Content Marketing""Digital Transformation""Thought Leadership"IBM's ExpertAdvice ProgramThu, 11 Apr 2019 15:00:00 +0000Join ITSMA’s Vincent Rousselet, Vice President and guest speaker Clara Belalcázar, Vice President, Performance Marketing & Digital Channels, IBM for the third presentation in our Marketing Excellence Awards webcast series. Learn about IBM's 2018 diamond award-winning program IBM's ExpertAdvice Program in the Strengthening Marketing’s Role in Customer Experience and Success category. Hear about their “ExpertAdvice” program for clients and prospects to participate in free, 30-minute consultations with a company subject matter expert (SME) on the topic of their choice, providing better engagement and leading to a 30+% increase in conversion rates.https://www.brighttalk.com/webcast/17455/352612Vincent Rousselet, Vice President, ITSMA & Clara Belalcázar, Vice President, Performance Marketing & Digital Channels, IBMhttps://www.brighttalk.com/webcast/17455/352612"Customer Success""Customer Engagement"MarketingIBMTurbocharging ABM: Optimizing the Tech Stack for Account-Based AccelerationWed, 10 Apr 2019 16:00:00 +0000Account-Based Marketing (ABM) has taken the B2B world by storm. Marketers are building out programs and ABM ROI is higher - often double or more - than any other type of marketing. But most of us are still just getting started and figuring out the ABM tech stack is no simple task. How do I build the right foundation? Manage the data? Create compelling experiences? Tap into the power of AI? Orchestrate marketing and sales collaboration?
Dig into what’s working and what’s next for ABM tech with a dynamic panel of experts on ABM strategy, execution, and integration. We’ll share the latest benchmark data on ABM tools and tech, practical lessons learned from years in the ABM trenches, and strategic guidelines to optimize investments and accelerate ABM impact.
Speakers:
Rob Leavitt, SVP, ITSMA (Moderator)
John Dering, Sr. Director, ABM Technology & Strategy, Demandbase
Sandra Freeman, Head of Strategic Marketing, Engagio
Elle Woulfe, VP, Marketing, PathFactoryhttps://www.brighttalk.com/webinar/turbocharging-abm-optimizing-the-tech-stack-for-account-based-accelerationRob Leavitt (ITSMA), John Dering (Demandbase), Sandra Freeman (Engagio), and Elle Woulfe (PathFactory)https://www.brighttalk.com/webinar/turbocharging-abm-optimizing-the-tech-stack-for-account-based-acceleration"Account-Based Marketing""ABM ROI""B2B Marketing""ABM Tech Stack""ABM Strategy""ABM Execution""ABM Integration"MarTechDeepening Engagements & Accelerating Growth among Cold, Dead, & Hostile AccountsTue, 2 Apr 2019 15:00:00 +0000Join ITSMA’s Julie Schwartz, SVP, Research & Thought Leadership and guest speaker Scott Cannon, Senior Manager, US Commercial Marketing, HP for the second presentation in our Marketing Excellence Awards webcast series. Learn about HP's 2018 diamond award-winning program Deepening Engagements and Accelerating Growth among Cold, Dead, and Hostile Accounts in the Deepening Engagement with Account-Based Marketing category. Hear about their Account-Based Marketing program that engaged 77% of previously “cold, dead, and hostile” accounts in multi-touch campaigns, representing over a billion dollars in pipeline of net-new opportunities with 12% converted into won business.https://www.brighttalk.com/webcast/17455/352606Julie Schwartz, Senior Vice President, ITSMA & Scott Cannon, Senior Manager, US Commercial Marketing, HPhttps://www.brighttalk.com/webcast/17455/352606"deepening engagement""accelerating growth""Account Based Marketing""account engagement""growing new opportunities""winback strategy""growth driver""account management"ITSMA's 2019 State of the Marketing ProfessionFri, 22 Mar 2019 15:45:00 +0000As marketing continues on its transformation journey, we see that increasingly marketing is being recognized for its impact on revenue growth and value to the business. Marketing’s influence is on the rise and it’s more than influence on pipeline and revenue. Marketing is on the path to become a strategic growth driver, forging new relationships, collaborating across traditional silos, and helping their companies to become more customer centric.
ITSMA’s 2019 State of the Profession briefing provides critical data and insight on the rise of marketing influence as a leading trend for B2B marketers this year. The briefing, led by ITSMA’s Dave Munn and Julie Schwartz, highlights the growing investments that leading B2B marketers are making to play a more strategic role and contribute to growth. The data shows how the scope of B2B marketing responsibilities continues to expand with a greater role in strategy and execution, and as well as continued emphasis on strengthening relationships through engagement and advocacy.
In addition, the briefing provides a broader look at key findings from ITSMA’s 2019 Marketing Budgets and Trends Survey. Using the findings from the study, Dave and Julie explore such issues as:
- Marketers’ strategic priorities for 2019 and how these have changed in recent years
- Marketing budget growth and allocation changes
- The gap between how marketers and senior management perceive marketing performance
- The balance of digital and offline marketing tactics
- The need to improve marketing agility
- Continued focus on account-based marketing
- Marketing skills in greatest demand
Along with data from our recent research, the briefing provides marketing leadership examples from companies including LTI, Vodafone, HCL, Microsoft, and Tata Communications.https://www.brighttalk.com/webcast/17455/352492David Munn, President & CEO, ITSMA and Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMAhttps://www.brighttalk.com/webcast/17455/352492"Marketing influence""Influencer marketing""B2B Marketing""Services and solutions marketing""Marketing Organization""Marketing Transformation"Microsoft: Enabling Sales with Account-Based EngagementThu, 21 Mar 2019 15:00:00 +0000Please join ITSMA's Bev Burgess and guest speaker, Rudy Dillenseger, Director of Worldwide Account-Based Engagement, Microsoft, to learn about Microsoft's 2018 diamond award-winning program Enabling Sales with Account-Based Engagement in the Enabling Sales to Accelerate Growth category. Hear how this sales enablement program helped account teams drive business outcome conversations and increased share of wallet by driving significantly larger deals and a higher win rate of 30 points with assets now widely available to drive digital transformation in all accounts. https://www.brighttalk.com/webcast/17455/352120Bev Burgess, SVP & ABM Practice Lead, ITSMA & Rudy Dillenseger, Director, Worldwide Account-Based Engagement, Microsofthttps://www.brighttalk.com/webcast/17455/352120"Account-Based Engagement""Sales Enablement""Account-Based Marketing""Strategic Growth Driver""Key Account Management"Connecting with Executives: What Really Works?Wed, 6 Feb 2019 16:00:00 +0000Content marketers have made great strides in recent years, but connecting effectively with senior executives remains one of the toughest challenges. C-suite and other top executives at our customers and prospects are absolutely interested in new ideas, new ways of doing business, and innovative solutions… so long as they are truly relevant, credible, and timely. Executive standards are really high and breaking through the competitive noise is no simple task.
Join ITSMA’s Rob Leavitt and Julie Schwartz to review new research on executive preferences for content and engagement, and five guidelines to orient content marketing to what really works to connect with the executives that matter most.https://www.brighttalk.com/webinar/connecting-with-executives-what-really-works-2Rob Leavitt, SVP, ITSMA & Julie Schwartz, SVP, ITSMAhttps://www.brighttalk.com/webinar/connecting-with-executives-what-really-works-2MarketingReaching the C-Suite: Engaging Executives with Ideas and InnovationWed, 8 Aug 2018 17:00:00 +0000B2B marketers have long invested in thought leadership content to demonstrate expertise, fuel issue-based campaigns, and equip sales for higher level conversations.
All too often, however, we still struggle to reach the C-suite. Senior executives are more important than ever for B2B marketers, but they are notoriously the toughest audience to engage. Their time is short, their BS meters are on high alert, and they ignore all but the most compelling content.
The good news, however, is that senior executives are anxious for new ideas, and they’re happy to engage when approached in the right way. Join ITSMA’s Rob Leavitt to explore highlights of five specific ways in which leading companies stand apart from the rest in developing and using thought leadership content to engage at the executive level and drive reputation, relationships, and revenue.https://www.brighttalk.com/webcast/17455/329481Rob Leavitt, Senior Vice President, ITSMAhttps://www.brighttalk.com/webcast/17455/329481B2BB2BContentMarketingB2BMarketingCampaignAutomationAudienceInsightContentCampaignInnovationABM and the Three R’s: Measuring What Matters MostThu, 7 Jun 2018 15:00:00 +0000The rise of ABM has inspired an important rethink of how best to measure marketing impact. Rather than focus on activities, outputs, and marketing-qualified leads, ABM-ers are shifting to account-based revenue metrics, such as pipeline contribution, funnel velocity, win rates, and deal size. But not all revenue is created equal.
Driving growth with new types of solutions, marquee accounts, and top priority markets can be especially significant to achieve strategic corporate objectives. To move ABM from revenue contributor to strategic growth driver, ABM-ers need to focus on all three R’s of strategic marketing: Reputation, Relationships, and Revenue.
Join ITSMA SVP Rob Leavitt to explore how the most effective ABM programs are bringing the 3 R’s down to the account level and using them to drive long-term corporate innovation, growth, and success.https://www.brighttalk.com/webcast/17455/321391Rob Leavitt, Senior Vice President, ITSMAhttps://www.brighttalk.com/webcast/17455/321391"Revenue Marketing""Account Based Marketing"ABM"Marketing Analytics""Marketing and Sales Alignment""Marketing and Sales Metrics"Marketing"Marketing Automation""Marketing Best Practices""Sales Acceleration"Aligning Sales and Marketing to Increase ABM ImpactTue, 5 Jun 2018 12:00:00 +0000ABM is not something marketing can do alone. One of the four basic principles is partnering with sales. So, whether you’re taking a one-to-one, one-to-few, or one-to-many approach to the accounts that matter most—or even a blended strategy—alignment with sales will be the difference between mediocre and outstanding results.
Join Bev Burgess, ITSMA’s ABM practice leader to explore the alignment you need for different types of ABM and the best ways to achieve sales buy-in and ongoing engagement with your program. Bev will draw on real examples from ITSMA's marketing excellence award winners as well as the latest research on best practices.https://www.brighttalk.com/webcast/17455/321383Bev Burgess, Senior Vice President and ABM Practice Leader, ITSMAhttps://www.brighttalk.com/webcast/17455/321383"Account Based Marketing"ABMMarketing"Sales Development""Sales Cycle""Sales Acceleration""Marketing and Sales Alignment""Marketing Automation""Marketing Analytics""Marketing Best Practices"Collaborative ABM: Partnering with Key Accounts for Innovation and GrowthThu, 15 Jun 2017 15:00:00 +0000Account-based marketers talk a lot about being customer-centric. But the reality is that most ABM programs take a broad-brush approach to targeting customers that we think should be interested in our solutions.
A truly customer-centric approach, especially with key accounts, begins with a deep dive into each customer’s business issues and then partners with them to design new solutions and shared success.
This session will explore why and how a collaborative ABM approach can drive innovation, growth, loyalty, and advocacy with key accounts. The session includes a deep dive into Juniper Network’s award-winning ABM program, as well as examples from other companies including Accenture, Fujitsu, and KPMG.
Key takeaways include:
- The importance of collaborative innovation with key accounts
- The value of transparency: ABM “with” not “for” key accounts
- The research and development foundation required for collaborative ABM
- Metrics beyond revenue: Measuring success with collaborative ABM
About Rob: Rob Leavitt is Senior Vice President at ITSMA, a leadership community for B2B marketers and the pioneers of ABM in the early 2000s. At ITSMA, Rob provides strategic guidance to leading technology and B2B services firms on thought leadership, content marketing, and ABM.
About Jack: Jack Barrett is Senior Director, Strategic Marketing at Juniper Networks, and leads executive engagement, ABM, demand generation, and channel development across the Americas.https://www.brighttalk.com/webcast/17455/260351Rob Leavitt, Senior Vice President at ITSMA; Jack Barrett, Senior Director, Strategic Marketing at Juniper Networkshttps://www.brighttalk.com/webcast/17455/260351ABM"account based marketing""demand generation"ABM for Critical Clusters: Driving Growth with a One-to-Few ApproachTue, 13 Jun 2017 15:00:00 +0000The rise of account-based marketing (ABM) has brought to the fore two distinctly different approaches: One-to-one for strategic accounts and one-to-many for broader market segments.
With a true one-to-one, Strategic ABM approach, marketers work hand-in-hand with key account teams to create highly customized programs for individual clients. This can generate dramatic returns but scaling beyond a small number of accounts is hard to afford.
With a one-to-many, Programmatic ABM approach, marketers identify dozens, hundreds, or even a few thousand named accounts and organize segment-oriented campaigns to drive desirable opportunities through the pipeline. ABM works at scale from the beginning; the key challenge is going deeper with your most important accounts.
Between these two extremes, a one-to-few, cluster-based approach can split the difference by focusing customized programs on small groups of accounts with similar business issues and initiatives. Marketers craft highly targeted value propositions based on deep insight, a new point of view, and tight collaboration with sales. Examples might include groups of 5-10 large grocery chains, automotive suppliers, or life science firms, each group having similar business challenges.
This session will explore the why, what, and how of a one-to-few, ABM Lite approach with data and examples from ITSMA research and experience in the field. Key takeaways include:
- Critical elements of the three types of ABM and how best to apply them
- Readiness criteria for a one-to-few, ABM Lite approach
- ABM Lite examples and tactics
- ABM Lite metrics and impact
About Louise: Louise Jefferson is a Senior Associate at ITSMA, a leadership community for B2B marketers and the pioneers of ABM in the early 2000s. As part of ITSMA’s global ABM practice team, Louise provides training, mentoring, and consulting services to help large technology and business services firms build ABM competency and accelerate growth with key accounts.https://www.brighttalk.com/webcast/17455/260517Louise Jefferson, Senior Associate at ITSMAhttps://www.brighttalk.com/webcast/17455/260517"account based marketing"ABM